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Marketing

Provides an introduction to the field of marketing. Students explore the larger business story and how marketing is reshaping that in the 21st century. The class introduces sub disciplines such as advertising, consumer behavior, research, strategy, analytics, creative execution, sales, and customer relationship management. MKTG 101 replaced MKTG 154. Either MKTG 101 or 154 can be taken for credit, not both.

Provides an introduction to the exciting world of sports marketing, as well as the career paths that are available to skilled marketing practitioners. This class is taught in tandem with Introduction to Marketing and Introduction to Digital Marketing Platforms, and offers students the chance to build integrated marketing plans that are specific to the sports industry.

Description starting Summer 2018

Provides an introduction to the exciting world of sports marketing, as well as the career paths that are available to skilled marketing practitioners. This class complements Introduction to Marketing and Introduction to Digital Marketing Platforms, and offers students the chance to build integrated marketing plans that are specific to the sports industry. Recommended: MKTG 101.

An introductory class that connects the essentials of marketing to the fashion industry. Case studies will be presented in class that demonstrate how marketing strategy was applied in a number of fashion-related business activities. Students will engage in business research to uncover problems and opportunities; establish objectives and goals to guide their work; develop a marketing strategy that helps achieve those goals; implement tactics that ladder up to the integrated strategy; and employ metrics to ensure that the marketing campaign was successful.

Description starting Summer 2018

An introductory class that connects the essentials of marketing to the fashion industry. Case studies will be presented in class that demonstrate how marketing strategy was applied in a number of fashion-related business activities. Students will engage in business research to uncover problems and opportunities; establish objectives and goals to guide their work; develop a marketing strategy that helps achieve those goals; implement tactics that ladder up to the integrated strategy; and employ metrics to ensure that the marketing campaign was successful. Recommended: MKTG 101.

Provides an introduction to the exciting world of music marketing, as well as the career paths that are available to skilled marketing practitioners. This class is taught in tandem with Introduction to Marketing and Introduction to Digital Marketing Platforms, and offers students the chance to build integrated marketing plans that are specific to the music industry.

Description starting Summer 2018

Provides an introduction to the exciting world of music marketing, as well as the career paths that are available to skilled marketing practitioners. This class complements Introduction to Marketing and Introduction to Digital Marketing Platforms, and offers students the chance to build integrated marketing plans that are specific to the music industry. Recommended: MKTG 101.

Provides an introduction to the exciting world of film and television marketing, as well as the career paths that are available to skilled marketing practitioners. This class is taught in tandem with Introduction to Marketing and Introduction to Digital Marketing Platforms, and offers students the chance to build integrated marketing plans that are specific to the entertainment industry.

Description starting Summer 2018

Provides an introduction to the exciting world of film and television marketing, as well as the career paths that are available to skilled marketing practitioners. This class complements Introduction to Marketing and Introduction to Digital Marketing Platforms, and offers students the chance to build integrated marketing plans that are specific to the entertainment industry. Recommended: MKTG 101.

Covers the key elements to providing quality customer service, ensuring repeat business for the company and opportunities for employees to advance their careers. The class explores how to troubleshoot customer concerns, implement company policies, communicate effectively in a service role, and identify opportunities to go above and beyond to create a win-win situation for both parties.

Examines the principles and techniques of professional selling as a form of persuasive communication basic to business relationships. Students analyze case studies to apply theories to real-world situations.

This course builds on the fundamentals of MKTG 101 and applies learning to the international business landscape. Students consider the impact of marketing environment variables such as politics, religion, economies, technological advancements, weather, and terrain. Differences between countries are considered and help shape a global strategic approach to a multi-market campaign. Recommended: MKTG 101.

Explores the large number of underrepresented communities and subcultures that exist within the United States, and how the field of marketing is trying to adapt and change to communicate authentically with these consumers. The class offers students practical, activity-based instruction along with lectures and case studies to provide context and ideas for application. Recommended: MKTG 101.

Provides an in-depth look at the world's dominant promotional channel. Students consider how advertising differs from other approaches, and the ways in which it must evolve to thrive in the digital era. Group projects will emphasize integrated strategy, creative choices, media planning, and how to assess a successful advertising campaign. Recommended: MKTG 101.

Students will learn the fundamentals of search engine marketing (SEM) and search engine optimization (SEO), and how those skills impact a larger digital framework. While a hands-on course, the curriculum is focused on the application of search skills to craft an integrated marketing strategy and executive vision. Recommended: MKTG 102. Previously MKTG 240. Either MKTG 240 or 241 can be taken for credit, not both.

Students will learn the fundamentals of social media advertising and marketing, and how those skills impact a larger digital framework. While a hands-on course, the curriculum is focused on the application of social media skills to craft an integrated marketing strategy and executive vision. Recommended: MKTG 102.

Students will learn the fundamentals of mobile advertising and marketing, and how those skills impact a larger digital framework. While a hands-on course, the curriculum is focused on the application of mobile skills to craft an integrated marketing strategy and executive vision. Recommended: MKTG 102.

Students will review the evolution from television to online video, including advertising. The class explores how marketing strategies and video tactics support the larger digital framework. While a hands-on course, the curriculum is focused on the application of video skills to craft an integrated marketing strategy and executive vision. Recommended: MKTG 102.

This class builds on ideas introduced in MKTG 102 and covers intermediate and advanced concepts of display media. Students will learn about ad networks, exchanges, programmatic media buying, takeovers, and native advertising. They will apply those skills to the larger digital framework and craft integrated marketing strategies. Recommended: MKTG 102.

Provides an introduction to the field of relationship marketing. Topics include the evolution from one time sales to ongoing brand relationships, lifetime customer value, loyalty programs, customer service software, sales technologies, marketing automation, and customer relationship management (CRM) tools. The class offers students practical, hands-on instruction along with case studies. Recommended: MKTG 101. Previously MKTG 225. Either MKTG 225 or 255 can be taken for credit, not both.

Provides an in-depth look at how marketing utilizes business research to solve problems, uncover opportunities, and drive additional revenue. Students will get hands-on experience with business question formulation, data analysis and interpretation, presenting findings to business leaders, and managerial decision-making. Recommended: MKTG 101. Previously MKTG 210. Only MKTG 210 or 261 can be taken for credit, not both.

This course examines the concepts, principles, and theories that describe and explain consumer behavior. This course studies the process of consumer choice, how consumer choice is determined, and the implications for the marketing efforts of businesses. Recommended: MKTG 101.

Description starting Winter 2018

China provides many business opportunities, opening doors for new careers. This interactive course examines how cultural differences affect personal and business actions. Emphasizing "Guanxi" (the nature of relationships), students will both network with business leaders and develop effective business strategies.

This course provides students with a foundational knowledge of the fashion industry, and how marketing efforts are employed to maximize profits and build brand equity. Participants apply business and marketing skills to conceptualize and promote fashion products, which includes merchandising in the retail environment. Recommended: MKTG 101.

This course provides an overview on the principles of design that inform fashion product development. Students will review textiles, the use of color, scale and proportion, social context, and which tools are used by fashion professionals to execute their work. Recommended: MKTG 101.

Develops occupational skills through activities affiliated with National DECA. Students participate in community service projects and gain leadership, communication, and human relations experience. Chapter officers help lead the class.

After securing internship placement students gain practical experience within the marketing management industry environment which they use as preparation for work readiness. The internship should consist of 3 - 15 hours (depending on number of Credits) weekly engagement with the organization; students will also meet weekly with the instructor and discuss work activities. Variable Credit based on hours worked in internship. Prerequisite: Permission of Program Chair.

Media continues to be central to marketing efforts, even as there is a shift from paid impressions to owned and earned activity. Students will explore the roles of media buying and media planning, tackling hands-on projects and communicating the value of different media options to clients and internal partners. Prerequisites: MKTG 101 and MKTG 102.

This course will introduce students to content marketing and digital content creation. Students will learn about the different types of digital content while developing strategies that include managing user-generated and original content, creating new content using software tools and resources, and sharing content across digital platforms.

This advanced promotional marketing course builds on ideas explored in Advertising I, with a strong emphasis on building strategies that drive smart integrated marketing plans. Students will focus more heavily on digital storytelling, and how efforts in these new digital advertising channels resonate with consumers. Prerequisite: MKTG 234.

This promotional marketing course builds on the shift from employing mass media to having conversations with consumers. Social listening tools are employed to document how brands manage their reputations. Students will craft brand communications, measure brand equity, consider data for insights, and engage consumers across digital channels. Prerequisite: MKTG 234.

This marketing course builds on ideas explored in Advertising I and II, expanding the promotional aspect of communicating ideas with customers to a larger brand identity building framework. Students will consider successful branding case studies, and then craft their own brand along with appropriate marketing materials in this innovative course. Prerequisite: MKTG 334.

This advanced marketing course builds on the research process introduced in MKTG 261: Marketing Research I. Students will continue working with local businesses to identify marketing challenges, formulate research problems, design an approach to data collection, handle data sets and derive insights, and make the insights actionable to stakeholders. Prerequisite: MKTG 261.

A continuation of materials first explored in MKTG 262: Measurement and Analytics, students will delve deeper on how analytics is maturing from static data reports to complex predictive modeling. Hands-on practice with data visualization and manipulation tools is balanced with the strategic implementation of analytics. Prerequisite: MKTG 262.

Credit is offered for an end-of-program project or professional internship that is aligned with the digital marketing curriculum. This course requires students to define the specific opportunity before enrolling or at the very beginning of the course with the course instructor. Prerequisite: Permission of instructor.